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How to Write Blogposts That Matter to Your Customers

Blogging can be a challenging task that’s easy to put on the back burner. However, data from Small Business Trends1 is fairly convincing that a blog can be a valuable marketing resource, even for small businesses:

Marketers that use blogs get 67% more leads than those who don’t.

Companies that blog have 97% more inbound links.

60% of consumers feel more positive about a company after reading custom content on its site.

81% of U.S. online consumers trust information and advice from blogs.

If you’ve tried blogging and feel you’re not gaining an audience, it could be because your writing isn’t hit the target. But do you know exactly what your target is?

Identify Your Parent Personas in 3 Steps

1. One of the most important steps to writing a strong blogpost is getting into your customers’ heads. This can be fun. Think like a feature writer as you sketch out your customer personas. For example, you may discover these category types, or others:

Influencers (Those who actively promote your camp.)

Returning parent customers who register in advance

Returning parent customers who wait ‘til the last minute to register

New parent customers

2. Formulate a clear picture of each group with questions like these:

Are they mostly moms or dads?

When do they register?

Why do they register?

Do most have one child or multiple?

What are their interests?

What motivates them?

What are their kids’ ages and interests?

Are most from a particular region or area?

What do they want from you, and how will you deliver?

3. Then, write your ‘buyer personas,’ which is basically a character sketch. They might look something like this.

INFLUENCERS

This parent trusts you. She thinks she’s found a treasure in your camp or school, and her child has thrived there, perhaps even overcoming a difficult stage of development while under your care. This parent is willing to go out of her way to make sure her child attends your programs. She registers early, frequently invites friends, and is interested in most anything you want to blog about – be it general youth topics, your particular discipline (sports, arts, nature, academics, etc.), or how culture relates to your areas of expertise. This parent may be willing to spend more time reading your blog and should be on your list of those who receive exclusive offers.

This parent is happy with your programs, and her child has found some success there. Or perhaps she finds your offerings are convenient for her family’s schedule. She wouldn’t give your blog lots of time, but she would routinely view it to see if the content interests her if she comes across a link to it on social media. She wants a quick read that’s practical and relevant. She also wants to stay informed about any news that impacts her.

NEW PARENT CUSTOMERS LOOKING FOR ACTIVITIES

This parent is looking at options. The questions on her mind are:

1) Is my child interested in what this organization offers?

2) Am I interested in this organization?

3) Do these programs fit my schedule?

4) Is this program affordable?

If she can answer “yes,” to all of these, how she answers the next question can still make or break her decision to buy: Is the leadership trustworthy? She wants to read blogposts that build her confidence in you, your leadership, and your expertise. Perhaps she wants to understand your beliefs about your discipline, youth, and your passion for this career. She wants to get to know you better through your blog.

NEW PARENT CUSTOMERS DRAWN IN BY YOUR CONTENT

This parent happened to see your blogpost on social media and liked what you had to say. She follows your social media platforms even though she may or may not be seriously considering a class or camp right now. She’s interested in your expertise and insights, so she’s more likely to read a blogpost that can help her as a parent.

Practical Considerations

If you immediately thought of specific customers to fit these profiles, you’re well on your way to targeting your messaging to their interests. If you’re not sure you know your customers, create your own customer personas. And as always, remember to:

Post on your blog regularly

Rotate topics targeted to your different personas

Include great images

Consider how the timing and season affect your content and your readers

About Gina Calvert

Gina Calvert is the Senior Marketing Writer for ACTIVE Network, providing marketing and business resources for active lifestyle organizations across a range of markets, including government, nonprofits, camps, schools and endurance events, for more than six years.